Qualitative research methods in public relations and marketing communications

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Title:

Author:

Daymon, Christine.

ISBN:

9780415471176

9780415471183

9780203846544

Personal Author:

Daymon, Christine.

Edition:

2nd ed.

Publication Information:

New York, NY : Routledge, 2011.

Physical Description:

xi, 397 p. ; 25 cm.

Contents:

The nature and usefulness of qualitative research for public relations and marketing communications -- Selecting a topic and relating to your supervisor -- Reviewing the literature & writing the research proposal -- Ethical issues and access -- Ensuring the quality of research -- Choosing between different types of research -- Case studies -- Grounded theory -- Ethnography -- Discourse and critical discourse analysis -- Phenomenology -- Additional approaches : historical research and action research -- Sampling -- Interviews -- Focus groups -- Observation -- Written, visual, and multi-media materials -- Analyzing and interpreting the data -- Writing the report -- Mixed methods research -- Finishing off.

Subject Term:

Corporations -- Public relations -- Research -- Methodology.

Public relations -- Research -- Methodology.

Marketing research -- Methodology.

Qualitative research.

Added Author:

Holloway, Immy.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025499597	659.2072 D273Q 2011	1	Searching... Unknown

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Summary

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations.

This new edition:

Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research

Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.